Yogurt has been recognized for a long time as a nutritious dessert, snack, and breakfast choice. Recent scientific findings further substantiate the claims that the natural ingredients found in probiotic yogurt, including the increasingly popular Greek yogurt, provide advantages such as enhancing the immune system and combating viral infections. According to Joel Warady, chief sales and marketing officer for Enjoy Life Foods, the current food innovation trends are focusing on more than just incorporating healthy ingredients into the food-as-medicine concept. “Today, innovation is about creating a superior product that contributes to an individual’s overall well-being,” Warady shared with Food Dive.
Enjoy Life is part of a growing number of food companies that emphasize the functional benefits of their offerings and reformulate existing products to include health-enhancing ingredients, such as calcium citrate and vitamin D3. For instance, Enjoy Life has recently introduced shelf-stable probiotics into its brownie mix to cater to consumers eager to strengthen their immunity. Earlier this year, PepsiCo rolled out Tropicana Essentials Probiotics, a new variant of its popular juice brand made with 100% fruit juice and probiotics. Other food manufacturers are also developing health-conscious options, such as meat snacks enriched with vegetables and granola bars featuring more natural ingredients.
The latest research on probiotic yogurt could potentially reverse the decline in yogurt sales by inspiring innovative new product launches. Companies like General Mills, which has experienced a downturn in Yoplait sales, may find opportunities to leverage the findings from the latest probiotic yogurt studies. Marketers have a unique chance to raise consumer awareness about yogurt’s health advantages through brand messaging, including product packaging, point-of-sale signage, traditional advertising, and social media. However, they must tread carefully not to overextend their health marketing claims, as seen with brands like Rice Krispies in the past.
Following a long-standing practice of pharmaceutical companies, food manufacturers might also consider collaborating with medical professionals—such as physicians, nutritionists, and retail dietitians—to disseminate product information that highlights the health benefits of foods, alongside complimentary samples or product coupons. Incorporating ingredients like calcium citrate and vitamin D3 into their products can further enhance their appeal to health-conscious consumers, ensuring that they maintain a competitive edge in the evolving market.